Amsterdam, 23rd of November, 2020 – IMC has appointed J&M Brands to represent Cry Babies as licensing agent for the Benelux.

Cry Babies, the unique characters with big beautiful eyes and colourful hair who cry magic tears, are a huge success with 3-6 year old kids around the globe.

IMC Toys has sold more than 7 million Cry Babies dolls globally and also launched a collectible range of Cry Babies Magic Tears. The dolls in conjunction with the 3D animated series allow kids to discover a world full of different characters with a variety of personalities, whom cry real tears with magical meanings.

“Cry Babies Magic Tears is a delightful brand that demonstrates the importance of friendship, teamwork and empathy and we’re very proud to represent this brand in the Benelux territory” says Jannienke Mulder, Co-Founder J&M Brands.

The 3D animated series is a worldwide YouTube phenomenon. The Cry Babies Magic Tears focuses on the importance of young kids being able to identify and show their own emotions. Available in more than 20 languages, the series has garnered over 2,5 billion views on YouTube and has a huge community of fans all around the world.

“We are very excited to start working with J&M Brands” says Cristina Camprubí, Licensing Director IMC Toys. J&M Brands is known for their powerful and passionate approach. This partnership will ensure the introduction of a large consumer products program of Cry Babies® branded products”.

About J&M Brands B.V. 
J&M Brands B.V. is a dynamic company founded in 2012 by Jannienke Mulder and Monique Beck. Within a short period J&M Brands has built up an impressive portfolio with many globally beloved brands such as: Hello Kitty, emoji ©, Miraculous, Care Bears, Sesame Street, Mr. Bean, Love Is, Hard Rock, Elephant Parade and many more.

The founders Jannienke Mulder and Monique Beck are two creative women, with over 25 years of experience in licensing, brand management and marketing. Each with her own strength, they are perfectly able to position a brand in the Benelux market, create targeted brand awareness and lift a brand to a new level. They do this with a professional, passionate, personal and powerful approach that focuses on profitable results. J&M Brands B.V. is an all-round partner that has an undeniable expertise in brand licensing.